Research On Customer Relationship Management Of A Rural Commercial Bank

With the full liberalization of the national interest rate liberalization and the progress of the society and the rapid popularization of the network technology,the competition among banks is becoming increasingly fierce.Gone are the days when banking institutions used to lie down to eat,and competition among banks grew to a "customer centric" competition.The traditional extensive management mode has been unable to adapt to the development of the same bank,the bank focus on the competition between organizations is not only reflected in the products and services,but also on the customer resources,who owns the customer,who will have a competitive,who will have the initiative.Customer Relationship Management(CRM)will be the key to the long-term profit of the banking institutions and the source and the fundamental driving force for the bank to gain competitive advantage.This paper uses the combined method of literature analysis and survey system,first introduced the customer relationship management research background,significance,research status at home and abroad,and then from the A commercial bank application idea of CRM,the degree of attention to customer information and CRM and integration of corporate culture and other aspects,analyzes the present A agricultural firm customer relationship management the problems,and from the transformation of CRM concept,improve the management ability,pay attention to CRM and corporate culture integration countermeasures rationalization.At the same time,because of the particularity of A agricultural firms in the industry,need to spend more energy than ordinary enterprises to establish and maintain customer relationship,until the formation of mutual benefit and win-win,businesses and customers of the bank.The goal of this paper is to help A agricultural firms according to their own situation,the implementation of CRM system for their own development,and to maximize the effectiveness of CRM system,establish the customer information database for improving A rural commercial bank using the CRM system,the A rural commercial bank to keep abreast of the latest customer needs,and timely to meet customer requirements improve the customer satisfaction and customer loyalty,to achieve a win-win situation for the bank and the customer.